Jet Set Pilates combines traditional Pilates with the proprietary Reformer to deliver the more intense workout founder Tamara Galinsky aspired to when she started the brand.
This article is part of “Where Are They Now?,” a series in which Franchise Times reporters Megan Glenn and Emilee Wentland catch up with emerging brands.
After more than a decade of operation, Jet Set Pilates began its franchising journey in 2022. With 15 locations and over 50 contracts, the brand continues to make a big buzz in the Pilates space with its unique routines that combine traditional Pilates with the Reformer machine.
“We’ve sold out of our stores in South Florida,” founder Tamara Galinsky said. “We’re just gaining momentum and getting bigger and bigger, and we’re really excited about that.”
From just four company-operated locations about two years ago, this growth has been unexpected but very welcome for Galinsky and his team. To keep up with demand, Jet Set has hired a number of executives, including Sarah Bui as head of franchise development, Taylor Talcott as head of franchise services, and Erin Hildebrand as director of franchise development.
Founder, Tamara Galinsky.
Galinsky launched Jet Set in Miami in 2010 as a walk-in service for tourists and snowbirds coming into the city. As the brand expanded into less touristy areas, it changed how it attracted customers by introducing memberships. Keeping the brand’s luxury appeal while still being affordable has been Galinsky’s priority, even as it expands outside of his home state.
With all of South Florida under contract, Jet Set will also open in New Jersey, New York, California and Texas. Jet Set has expanded internationally with one location in Melbourne, Australia.
The studio Pilates category is seeing a growing number of competitors, led by leader Club Pilates, a subsidiary of Exponential Fitness that operated 756 studios and generated about $525 million in revenue in 2022, and Body Bar Pilates, a Dallas-based brand with more than 40 locations nationwide.
Related: Snapdragon Capital Invests $30 Million in Largest Club Pilates Franchise
But Jetset’s rapid growth has made finding real estate a challenge for the team.
“I think we’re seeing big brands moving into what were once quaint towns,” Galinsky said. “Developers aren’t as sensitive to the community aspect and providing the services that people really want.”
Jet Set Studios have an average of 16 Reformers, which requires about 1,800 to 2,000 square feet of space per store, a requirement that has been a major hurdle for franchisees as they negotiate leases.
Jet Set is meeting the demand by increasing the number of reformers in its units from 12 to 16 where possible.
Galinsky said the first franchise studio that opened in Fort Lauderdale, Fla., achieved $100,000 in revenue within the first three months. The quick recovery is a big boon for franchisees who had to postpone openings due to a real estate shortage, with initial investments ranging from $394,000 to $680,000.
Developing franchisees was largely a natural progression for Jet Set, which has garnered national attention since opening in tourist hotspots, said Galinsky. When meeting with franchisees, Galinsky looks for people who are like him: dedicated and passionate about the business.
“We want to stay humble. The team has done a lot to get us to this point,” Galinsky said. “We’re just different than the other teams, so I think we’re in a good position to come in first, not second.”
